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| Author: | Sichtmann, C. |
| Title: | An analysis of antecedents and consequences of trust in a corporate brand |
| Journal: | European Journal of Marketing
2007 : VOL. 41:9/10, p. 999-1015 |
| Index terms: | trust marketing competencies |
| Language: | eng |
| Abstract: | The study intends to present a comprehensive framework for understanding consumer trust in a corporate brand, incorporating both the antecedents and consequences of trust. The research also tends to report explicitly for the differences in antecedents and consequences of trust found within customers and within non-customers. The authors collected empirical data through face-to-face interviews conducted in Germany. The findings suggest that competence and credibility have a high explanatory power as antecedents of trust. Trust has a significant effect on supplier selection for existing and new products, as well as on the word-of-mouth (WOM) behaviour of consumers. There is a remarkable variety between customers and non-customers in terms of the antecedents and consequences of trust in a corporate brand. |
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